Disney and OpenAI are creating a framework for entertainment AI ethics through a $1 billion investment and carefully structured partnership. The three-year licensing deal grants Sora character access while establishing ethical boundaries that could guide the industry.
The partnership announced Thursday allows Sora users to create short social videos featuring Disney characters based on text prompts. These AI-generated videos can be shared and viewed by fans, but the agreement’s explicit exclusion of talent likenesses and voices establishes ethical boundaries for AI entertainment applications. This structured approach demonstrates how companies can pursue AI innovation while maintaining ethical standards.
Disney’s engagement with OpenAI encompasses operational transformation. The entertainment company will deploy OpenAI’s tools for new product development and experiences, while implementing ChatGPT across its workforce. This comprehensive partnership demonstrates how ethical frameworks can be implemented across both consumer and enterprise AI applications.
Bob Iger, Disney’s chief executive officer, characterized the partnership as marking a significant moment for the entertainment sector. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring the technology extends the company’s storytelling capabilities while respecting and protecting creators and their work. This explicitly ethical framing could establish standards for entertainment AI deployment.
The entertainment industry has largely resisted AI companies, concerned about data usage and union relations. OpenAI has been in discussions with several major studios about Sora’s potential, but Disney’s ethically-structured partnership provides a framework for responsible AI adoption. The updated Sora platform, launched in September with invitation-only access, enables users to generate videos from text prompts, explore content from other users, and produce AI avatars that can be incorporated into videos with appropriate permissions.